Маркетинг

Бакалавриат 2026/2027

Статус: Курс обязательный (Менеджмент в креативных индустриях)

Кто читает: Департамент менеджмента

Где читается: Факультет социально-экономических и компьютерных наук

Когда читается: 2-й курс, 3 модуль

Охват аудитории: для своего кампуса

Преподаватели: Вилесова Елена Сергеевна

Язык: английский

Кредиты: 4

Контактные часы: 50

Full Syllabus Ask Question

Abstract

The course covers the basics of contemporary marketing: from analyzing the market and consumer behavior to crafting promotion strategies. Students will master essential marketing instruments, gain skills in market environment analysis, and develop efficient marketing solutions for business needs.

Learning Objectives

By the end of the course, students will be able to understand and apply core marketing concepts, analyse markets and consumer behaviour, and select appropriate marketing research methods for solving business problems. They will learn how to develop marketing decisions related to products and services, pricing, distribution, and promotion, as well as assess the effectiveness of marketing activities. Students will also be able to formulate marketing objectives, design basic marketing strategies and plans, and justify their recommendations in relation to a company’s business context.

Expected Learning Outcomes

The student explains the key concepts, principles and functions of contemporary marketing.
The student analyses the external and internal marketing environment of a company
• The student applies qualitative and quantitative methods of marketing research to analyse markets and consumer behaviour
The student identifies functional, emotional and social components of customer value and applies basic tools for designing a value proposition.
The student selects appropriate marketing research methods for solving business problems and applies basic approaches to market analysis and market capacity assessment.
The student applies the basic logic of segmentation, targeting and positioning and develops a segment profile, consumer portrait and basic positioning statement for a product or service.
The student explains the role of product, service and brand in the marketing mix and develops basic customer-oriented product and service decisions.
The student explains the role of price and distribution in the marketing mix and applies basic approaches to pricing and channel selection in relation to customer value.
The student explains the role of marketing communications in promotion strategy and develops basic communication decisions for different target segments.

Course Contents

Core principles and contemporary marketing logic
Market environment and competitive analysis
Consumer behaviour and customer journey
Customer value and value proposition
Marketing research and market sizing
STP strategy: segmentation, targeting and positioning
Marketing mix I: product, service and brand decisions
Marketing mix II: pricing and distribution decisions
Promotion strategy and integrated marketing communications

Assessment Elements

Defence of the business case
The assessment is conducted in the form of a defence of a group business case prepared by students during the course. Students present the results of their work in a presentation of up to 10 minutes. The presentation is followed by a question-and-answer session with the members of the assessment committee.
Final exam
The exam includes two blocks of assignments. Block 1. Test questions. Test questions assess students’ knowledge and understanding of the theoretical and methodological foundations of contemporary marketing. The block includes 30 questions of different types: single-choice questions, multiple-choice questions, true/false questions, matching questions and short open-ended questions. Block 2. Open theoretical question. The open theoretical question assesses students’ understanding of key marketing concepts, their ability to explain the logic of marketing tools and demonstrate the relationship between different topics of the course.
Work at seminars
Work at seminars is assessed on a 10-point scale. The assessment may include participation in discussions, completion of individual and group tasks, case analysis, presentation of seminar assignments and peer interaction in the online learning environment.
Seminar tests
Seminar tests are used to assess students’ understanding of current course topics. The tests may include closed-ended questions, short open-ended questions and situational tasks. The final grade for this assessment element is calculated as the average score for all seminar tests.

Interim Assessment

2026/2027 3rd module
0.3 * Defence of the business case + 0.2 * Seminar tests + 0.1 * Work at seminars + 0.4 * Final exam

Bibliography

Recommended Core Bibliography

Kotler, P. T., & Armstrong, G. (2017). Principles of Marketing, Global Edition (Vol. 17th). Harlow, United Kingdom: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1594475
Malhotra, Naresh. Marketing Research: an Applied Orientation, Global Edition, Pearson Education, Limited, 2019. ProQuest Ebook Central, Retrieved from https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=5640382.
Philip Kotler, Kevin Keller, Delphine Manceau, & Aurélie Hemonnet-Goujot. (2019). Marketing Management (16e édition). Post-Print. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.p.hal.journl.hal.02176421
Маркетинговые исследования. Теория и практика : учебник, Галицкий Е.Б., Галицкая Е.Г., 2014

Recommended Additional Bibliography

9781119668541 - Hermawan Kartajaya-Iwan Setiawan-Philip Kotler - Marketing 5.0 : Technology for Humanity - 2021 - Wiley - https://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=2736752 - nlebk - 2736752
Osterwalder, A., Clark, T., & Pigneur, Y. (2010). Business Model Generation : A Handbook for Visionaries, Game Changers, and Challengers. Hoboken, NJ: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=335366
Osterwalder, A., Smith, A., Bernarda, G., & Pigneur, Y. (2014). Value Proposition Design : How to Create Products and Services Customers Want. Hoboken: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=945730

Authors

DEMENEVA DIANA YURIEVNA
Vilesova Elena Sergeevna

Course Syllabus